however, these strategies are lost on a considerable portion of our population the colourblind. jeff revell is a photographer who is based in washington, d.c. jeff mentions that red and blue are the worst colour combination for him to have together. then too, he finds this colour combination everywhere. for him, it looks like the blue vibrates inside the red, which gives him a headache.&rdquo revell is one of those redgreen colourblind people, and distinction between colours is hard for him. shades that are blended with green or red, like brown and purple, all look the same to him. about 1 in 200 women and 1 in 12 men in the u.s. are colourblind for redgreen like revell, as per the information given by the national institutes of health. many products available in the market, from personal care to food, are not correctly packaged for a major portion of people who are colourblind, neglecting above 250 million people worldwide. getting industry to start taking into account packaging designs that exclude, or include, some colours will be a gradual process, according to the colourblind awareness groups. kathryn albanyward is a founder of colour blind awareness, which is a nonprofit organization located in the u.k. according to kathryn, people, who are colourblind, don&rsquot protest simply because they don&rsquot recognize what they can&rsquot see. if colourblind people knew what they were missing, they would have revolt, kathryn further added. the fact is people who are colourblind can see colours, but just fewer of them. a 7yearold son of albanyward is redgreen colourblind. she is trying her hard to get businesses understand how difficult few colour groupings can be. albanyward says that she has been in touch with many of toy manufacturing businesses, and she has come to know that they don&rsquot even take into account colour blindness. she further added that, due to the costs involved, a lot of organizations are unwilling to alter packaging. carol kaufmanscarborough, a marketing professor of rutgers university u.s., is working for a similar objective. kaufmanscarborough mentions that they give so much importance on colour as an imperative marketing tool, but they haven&rsquot examined people in terms of their colour perception. kaufmanscarborough put together the consumer survey regarding colour blind as well as available reports about the colourblind buyers. simplicity of colours is a lot better, specifically when it comes to labelling, she mentioned &ndash even if that makes the packaging look less exciting. she further said that black printed text on background of white colour is the simplest one to be sure. she further mentioned that she has got into arguments with those who insist that this kind of labelling or packaging is boring. the colourblind does not have the ability to see one, two or all three colours of the usual colour vision range in varying degrees that is green, blue or red. hardly ever is anyone achromatopsic, or capable to only see white, gray and black. the colourblindness of redgreen is most common among people. the colourblindness of blueyellow affects less than 1 in 10,000 people, as per the information given by the national institutes of health. according to albanyward, this is what makes blue a better colour to use for the colourblind. gillette, the producer of men&rsquos shaving products which is owned by procter & gamble, is wrapped in blue boxes that have a printed white logo. mike norton is the director of external relations for male grooming in procter & gamble. mike mentions that the gillette logo is both high contrast and bold, so this could assist with legibility for colourblind people. he could not speak further for the rest of p&g&rsquos products. however, most of the american companies show very little concern over this issue. at kraft foods, richard buino of corporate external communications had to do some research on the subject. for his research, richard did ask a number of colleagues, and unfortunately, he didn&rsquot found out anything. buino has also tried hard to contact innovation team at the u.k., which is also looking into finding solution for the issues of colourblind for potential product packaging. on the manufacturing side also corporate blindness to colourblindness is seen. jessica kimbrough works at a huge consumer packaging company. jessica works with a lot of large businesses on the process of packaging. she mentioned that they have not had any inquiries from their customers, who make use of paperboard packaging for colours that are based on colour blindness. kimbrough is also a vice president of consumer packaging and marketing at rock tenn. she has also checked with a main supplier of ink for their cartons, who also has not had any queries. the large variances across this huge group make designing packaging for the colourblind people even more difficult task. in a science class of the seventh grade, mike lemons was handed over a paper which had a circle of dots and numbers in the centre and was amazed that everyone was able to see the numbers that he could not. lemons, who is working as a manager in the restaurant, has since gotten more easy with his colourblindness. however, he said he still thinks that people as well as businesses misinterpret the colourblind. furthermore, two redgreen colourblind people will see the things differently. he further said that the steps taken for one person&rsquos colourblindness may actually make it more complicated for another colourblind. considering the colourblind is more than about just selling products. it is about the safety concern, as well. taro ochiai is a professor at kyushu sangyo university which is in japan. taro is working on an led traffic light which even the colourblind people can also distinguish. a person like revell, who is redgreen colourblind, might be then capable to see the green light, as well. it can be an occupational risk, as well. dr. christine allison mentioned that the difficult jobs are being police and pilots. dr. christine allison is an optometrist in illinois. she said that police academies refer likely employees to her for the testing of colourblindness. the department of health and human services also has a section on the website with information regarding choosing the accurate website design colours for the colourblind people. bang wong is a creative director of the broad institute of harvard and mit. bang mentioned that the graphic designers and businesses they appoint should keep in mind that design first and foremost serves a useful purpose. that is why first they should make their designs useful, and then make it striking. bang wong has also written about colourblind design. in the meantime, the colourblind gets adjust to how products are presently designed. duncan mcnair, a commercial litigation lawyer and wellknown british author, often has difficulty while getting around london. the subway map is a vague impression of similar hues. to him, the colour shades representing different metro lines look alike, and due to this, he has lost his way many times. source of information httpcolumbianewsservice.com201203colorblindseeredovercolorfulpackaging
